Servant of three masters. Institutional change in the face of multiple audiences
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Drawing on extant literature on the process of categorical and institutional emergence and change, this study addresses the issue of how social actors can escape multiple imperatives getting the approval of different audiences that are either negatively poled or unaware of the existence of a new category for sorting offers in a market. We conducted a longitudinal multi-method multiple case study of local Hollywood co-productions in Italy from 2002 to 2013. We propose a process model that identifies mechanisms, their connection, and the cross-audience effects, which allowed for radical changes in role, status and categories to occur. We also address the theoretical tension existing between proponents of heroic institutional entrepreneurship and proponents of more collective forms of institutional work.
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Servant of three masters. Instituional Change in the face of multiple audiences
Hauptvortrag / Eingeladener Vortrag auf einer Tagung